02/02/18: Breaking down the numbers behind NBC’s coverage of the Super Bowl

CynopsisSports
Good morning. It’s Friday February 2, 2018 and this is your first early morning Sports briefing.

With Super Bowl Sunday on the horizon, NBC detailed final plans for its presentation of the game, with pregame stating at noon and leading to the Eagles/Patriots matchup at US Bank Stadium in Minneapolis. Al Michaels has the call, joining analyst Cris Collinsworth in the booth, with reporter Michele Tafoya on the sidelines. The Pre-Game Show is hosted by Dan Patrick alongside co-host Liam McHugh, and feature content that includes an exclusive interview with Justin Timberlake; live musical performances; a live report from Mike Tirico in PyeongChang previewing the upcoming Olympic Winter Games, as well as from Olympian Bode Miller in Minneapolis.
 
Looking at the numbers, NBC Sports will leverage a crew of more than 500 employees for the event, along with 106 cameras, 50 miles of cable, and 14 mobile units. Other production goodies will include a pair of SkyCams, seven 4K UHD cameras, and 130 microphones.
 
 
ON THE AIR

Golf Channel is giving Feherty a new style for its eighth season, which debuts on March 5 at 9p. The series will debut a new multi-guest, roundtable format this time around with Farmers Insurance returning as the show’s presenting sponsor in 2018. The premiere episode will feature Rickie Fowler, along with Jack Nicklaus and Bob Bryan. “Dating back to when the series first debuted, I’ve always tried my best to get out of the way and let the guest provide a glimpse into what separates them from their peers,” said host David Feherty. “Whether in a one-on-one setting or in a group, unique insight and humor have always been in full supply with our guests, in spite of my high handicap as a host.”
 
Ahead of the Winter Games, Canada’s CBC laid out its programming plans for the Olympics, offering more than 3,100 hours of coverage across CBC/Radio-Canada and partner networks including 18 hours of live coverage daily on CBC across four consecutive programming blocks – Olympic Games Primetime, Olympic Games Overnight, Olympic Games Morning, and Olympic Games Hockey. Kate Beirness hosts Olympic Games Hockey, which features an experienced team of hockey analysts offering insights on the men’s and women’s ice hockey tournaments. Later in the day, Olympic Games Afternoon rebroadcasts the biggest long-form events of the previous day, with a focus on Figure Skating, Curling and Hockey.
 
ESPN is reporting a good January, with its premier live sports events propelling the network to the top spot among full-time cable networks among the key male and adult demos:  18-34, 18-49 and 25-54. In addition, ESPN led all networks – broadcast or cable – in prime time among men 18-34, according to Nielsen. For the month, ESPN averaged 432,000 impressions among Men 18-34 in prime time. The company also broke out First Take as a success story, noting that the show scored a 7% increase in overall viewership over the previous year, averaging 503,000 viewers.
 
Feb. 7 will be National Signing Day, with ESPN offering more than 10 hours of programming this year running across ESPN2, ESPNU, SEC Network and Longhorn Network on Wednesday. A dozen of the nation’s top recruits—including four in the Top 20 of the ESPN 300—will make their announcements live on ESPNU and ESPN2. Coverage begins at 10a on ESPNU before shifting to ESPN2 at noon, with 2018 National Signing Day Special Presented by Nissan airing on both networks hosted by Matt Schick. He will be joined by Tom Luginbill and Mack Brown and Rod Gilmore, as well as recruiting analysts Craig Haubert and Tom VanHaaren.
 
Around the dial, Pac-12 Networks will provide coverage of national signing day throughout the day across its digital and social media channels, leading up to a live three-hour long special with Inside Pac-12 Football: Signing Day Special at 3p on Wednesday. Mike Yam hosts and will be joined by analysts Anthony Herron and Yogi Roth.
 
Soccer superstar Neymar Jr has eyes for the US, announcing plans to bring his global five-a-side team tournament to the country, Neymar Jr’s Five. The tournament will crown new champions in both the male and female divisions and take place in 17 US cities and across six continents, marking the third season of the Brazilian legend’s signature tournament.
 
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[Event: April 12 at the New York Athletic Club]
We’re ready to celebrate the work of the most talented producers, hosts, sponsors and executives in the sports industry, saluting the initiatives that drove audiences and turned sports viewers into fans. Crossing the spectrum of television, radio, and online platforms, we’ve expanded our categories and are looking forward to spotlighting this incredible industry.
 
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SPONSORSHIP & PROMOTION

With Bud Light releasing the third offering of its “Dilly Dilly” Super Bowl Trilogy in “Bud Knight,” the brand laid out its numbers for the campaign. Overall, they report that there are now an average of 1.1 million searches of “Dilly Dilly” on Google per month and that Dilly Dilly has been mentioned over half a million times on social media since launch. Bud Light also claimed ,more mentions on social media in the past 4 months, than the brand had in the previous 9 months, along with a 14% increase in positive sentiment since the launch of Dilly Dilly.
 
Raycom Sports announced that LendingTree has joined the Atlantic Coast Conference’s Official Corporate Partner program handing the brand with extensive marketing rights across multiple platforms as the Official Loan Shopping Partner of the conference. LendingTree will receive benefits that include extensive television and marketing tie-ins with ACC Basketball and Football, as well as all Conference Championship events. Additional assets include on-site marketing at ACC events, promotional opportunities, brand exposure, licensing rights, and integration across ACC digital and social platforms, including the official ACC website.
 
The Martin Agency and GolfNow announced they will partner on a new consumer and B2B project that will include strategic planning plus broadcast, digital, and social creative. Martin was chosen for the assignment following a three-month review that included six undisclosed agencies with three competing in the final round. Budgets were also undisclosed.
 
 
DIGITAL & STREAMING

Sports Illustrated is launching a betting series titled The Line. Running on SI TV and on SI.com, the program features Todd Fuhrman offering his take on sports wagering and daily fantasy, and is up now with info about the Super Bowl. The platform will also debut The Will Leitch, about how “fun and stupid and dumb sports really are and why they should never ever be taken seriously … which is exactly why none of us can live without them.”
 
Red Bull TV is delivering the Banzai Pipeline at the Volcom Pipe Pro. Taking place over approximately four days through Feb. 10, with commentators Dave Wassel, Chris Cote, Kaipo Guerrero and Coco Ho. In addition, the platform will feature a special “The Other Guys” alternative broadcast stream featuring Red Bull Surfing editor Chris Binns and co-founder of What Youth Travis Ferre.
 
 
ESPORTS

Reuters is launching a new wire service devoted to coverage of esports, available now to Reuters News Agency customers. The Reuters Esports Wire features global coverage of the competitive gaming industry, including breaking news, player acquisitions, sponsorship deals and coverage of the key esports tournaments with content provided through a partnership with sports text provider Field Level Media. ”Esports has grown increasingly popular around the world and demand for coverage of the sport has never been stronger,” said Josh Duboff, Reuters Senior Product Manager, Sports & Entertainment Verticals. “This offers us a unique opportunity to be at the forefront of offering coverage of the sport to global media customers as they see a rising interest in the competitive gaming industry from their audiences.”
 
Mobile esports player Skillz announced its 2017 champions, with the top 10 rankings anchored by women who accounted for 70% of the list. The top mobile athlete claimed tournament prizes equating to over $420,000 in 2017, placing her in the top 25 highest-earning eSports athletes in the world.
 
FOX Sports is diving into esports in Australia, inking a deal to carry live coverage of Football Federation Australia’s new esports league, according to multiple local reports. Focused on EA Sports FIFA 18, the FFA’s e-League (their term, not mine) will feature a total of 20 competitors representing all 10 A-League clubs.
 
No more time!! Don’t miss out on the Cynopsis Sports Awards, once again honoring the best in the business in production, marketing, digital and more. Step up your game, become a contender and tell us why you had the best Esports Event from the past year by entering! Get your work in NOW by clicking here.
 
 
THE MAIN EVENT

Super Bowl LII on NBC on Sunday at 6:30p.

A CYNOPSIS MESSAGE
March 7, 2018 | SVA Theatre – NYC
Incredible screenings, interesting panels & networking all in one afternoon…
AGENDA:
1:45 – 2pm (Registration)
2 –  3:40pm (Panels)
3:40 –  4pm (Networking)
4pm – 5:45 pm (Awards Program/Video Screening)
4:45 – 7pm (Networking Reception)
 
 

ON THIS DAY in 1968: Wilt Chamberlain records a double-triple-double.
 
In the Know: Let’s play Future Trivia. Predict the future!! Dazzle your friends!! Which player will score the first points in the Super Bowl on Sunday? (Email [email protected] with your answer and be sure to include your name, company and city.)
 
Answer to Our Last Sports Trivia Question: Which QB holds the record for most touchdown passes in a Super Bowl, once claiming six? Answer: Steve Young. Kudos: Michael Ritz-BucStar Consulting/NY; Matt Meachem-Gracenote/NY; Holli Sarner-Home Team Sports/NY; Joe Schreiber-3 Penny Films/Bethesda; Willy Gibson-WTG Sports/Columbus; Tom Wetzel-MMSI/Warwick; Justin Karp-NBC Sports/Stamford; Andy Pittman-TAMU/College Station; Tom Doherty-Starcom Media/Chicago; John Tingue-CBS/Chicago; Lance Phegley-Texas Runner & Triathlete magazine/Houston; Tom Moore-Kalt Productions/LA; Larry Hutchings/Nipomo; David Westberg-SAG-AFTRA Federal Credit Union/Burbank; Gary Patrick-AlphaMedia/Wenatchee; Andy Babb-Super League Gaming/Santa Monica

Later – Chris
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